The United Kingdom has appointed Alastair Long as His Majesty’s Trade Commissioner for Africa, placing an experienced diplomat and trade official at the centre of its renewed effort to deepen commercial relations with the continent, according to ChannelsTv. Long formally takes up the role after previously serving as Deputy and Acting Trade Commissioner for Africa between 2019 and 2022, returning at a time when African economies are seeking greater foreign investment, export opportunities and access to international markets.
Long will work with African governments, investors, businesses and institutions to expand commercial partnerships, attract investment and improve market access for British companies, while supporting sustainable and resilient economic growth across the continent. His portfolio includes responsibility for the UK Department for Business and Trade’s work across Africa, including trade policy and efforts to strengthen the wider UK Africa investment relationship.
His appointment brings substantial diplomatic and regional experience. Long joined the Foreign Office in 2002 and has held senior assignments across Africa, the Middle East and North Africa, including positions in Riyadh, Dubai and Muscat. Before returning to the Africa role, he served as British Ambassador to Bahrain from August 2023. He succeeds John Humphrey, who held the position from June 2022.
For Africa, the appointment comes as competition for investment and commercial partnerships intensifies among global economies. Long said the UK would listen to African priorities while bringing British expertise and capabilities to areas of shared economic interest, describing the continent as the “future”. His return could therefore place stronger emphasis on practical trade, investment and business partnerships as Britain seeks to deepen its economic footprint across African markets.
